Influencer Marketing 101: Best Practices and Sample Brief

Influencer Marketing 101: Best Practices and Sample Brief

This is your go-to guide for creating simple, easy-to-use TikTok influencer briefs. 

We’ve collaborated with some of TikTok’s top influencers, and now we’re describing (in detail!) our process. 

So if you want to:

  • Help influencers create marketing campaigns that convert  
  • Improve your strategy and system for influencer marketing
  • Build quality relationships with influencers 

Then you’ll love the strategies in today’s guide.

The best part? 

We’re including a sample brief that we use for our influencers! 

Let’s dive in.

Brand Overview

Influencers need to know the basics.

  • Who is Brand X? What’s their mission?
  • What products or services do they offer?
  • What problem does Brand X solve?
  • Who is Brand X’s target audience? 

Make sure you include any relevant links to brand resources, studies, statistics, or other assets. 

If you’re working with an app or a tech company, explain how the product or service works. 

Remember: a 5 year-old should be able to read your brief and understand the product.

Sample structure: “Brand X offers [insert product/service] to give [insert market] the ability to [insert value props].


Think of any common questions that an influencer (or anyone else) might ask about the brand. 

Answering FAQs also provides influencers with some ready-made creative options for posts. 

Include any relevant links here and provide an email address for a point of contact at Brand X.

Social Proof

Provide links to headlines, press releases, testimonials, quotes, or any other forms of social proof that influencers can leverage in their content.

Other Products (if necessary)

Highlight additional SKU’s or products/services that influencers will use or that will help direct content creations. 

Voice and Messaging

Tell the influencer what to highlight and how they should talk about Brand X.


  • Discuss how it’s easy to sign-up or purchase
  • Talk about what you can do with Brand X
  • Talk about the price—how Brand X is cheaper than its competitors
  • Explain what you experience with Brand X
  • Include examples of how you use Brand X in your daily routine

Usually brands will give you insight on voice + messaging (i.e. how they talk about themselves), and you can relay this information to the influencer.

Content Guidelines

This is the part of the brief where you want to include both your creative do's and don'ts, and your creative checklist.

We'll look at both of these components individually.

Creative Do’s and Don’ts

Creative Do’s and Don’ts help influencers remember what to highlight and what to avoid when talking about a brand.

But they’re more than a set of rules. They’re general guidelines that should direct content creation without stifling creativity. 

Keep these guidelines short and sweet. Give influencers the space and freedom to create—after all, that’s what they’re good at!

Check out the sample brief for more specific examples of Do’s and Don’ts.

Creative Checklist

This section is super “nuts-and-bolts.” 

Include the link that influencers should include in their bio, remind them to tag the brand’s account, and call-out any relevant hashtags. 

Last but not least, remind them to be creative!!

Final Thoughts

Aligning with your influencers on best practices and expectations is one of the biggest keys to making sure your influencer campaigns actually convert. 

How can you do that? 

With a short, simple, well-written brief

Stay tuned for more content around influencer marketing, specifically on TikTok!

Let’s Chat: